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by Michael Stuart

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Why Story Matters to Brands

Curated April 8, 2014 by Michael Stuart

Why Story Matters to Brands

An overview of how marketing is really a story. Every brand has a story whether it is intentional or not. 

Marketers need to know their audience and how to tell stories that matter.
  • Star Wars worked because Luke Skywalker became something greater than even he believed was possible, because Han Solo went from heartless smuggler to selfless soldier.
  • Humphrey Bogart had to transform into a freedom fighter for Casablanca to rise above being just another sad war-torn love story.
A brand’s meaning—how it resonates in the public heart and mind—is a company’s most valuable competitive advantage. Yet, few companies really know how brand meaning works, how to manage it, and how to use brand meaning strategically.
Individuals within organizations can nurture and sustain brands and bring them to life through their everyday performance. 

Filed Under: News Tagged With: brand, content marketing, marketing

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Michael Stuart

Mike’s experience in the technology industry is quite extensive. During his career, he has had the good fortune of serving both as a designer of complex enterprise applications and as a corporate executive. Read More…

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